The Sales Strategy Study Of Sinopec's Middle-sized Ethylene Plants

The middle-sized ethylene plants, which are affiliated to Sinopec, are part of "The Eighth Five Years" projects. These plants have been kept normal business operating since start-up. However, due to uneconomic plant scale and unreasonable product structure, all the plants are under deficit condition. By first step revamping, the capacity of these plants has been expanded from 140,000t/y to 200,000t/y respectively. The competitive power of the plants has been improved after revamping. Because of limitation of their original plant conditions, it is very difficult to remove bottleneck to expand the plants again. So they are still under inferior competitive position.By analyzing ethylene industry, interior and exterior environment of middle-sized ethylene plants, market of ethylene derivatives, and development of middle-sized ethylene plant after joining WTO, this article summarizes the superiority (S),weakness (W),opportunity (O)and threat (T) of these ethylene plants. Based on the current competition and future developing trend, aiming at the opportunity and challenge that these plants faced, the article proposes the sales strategy for these plants. By combining 4P's strategy (Product, Price, Place and Promotion) and 4C's strategy (Customer, Cost, Convenience and Communication), the plants should build up the sales strategy that customer requirement comes the first, and seeking development through competition. Depending on the different condition of each plant, the article presents suggestions to carry out the sales strategy.It is hoped that this article would help the middle-sized ethylene plants to accommodate to new market circumstances after joining WTO, to develop their own superiority and improve competitive power.